The best fast-food advertising you’ll ever see

This gorgeous Chipotle ad sure looks like a game-changer to me. Matthew Yglesias in Slate says it’s directed at Millennials who are distrustful of standard media.

Here’s part of what he says:

The video itself is a promotion not for Chipotle per se but for an iOS game that’s available for free on the app store. This is all part of a larger marketing strategy that depends in part on the idea of essentially never doing television ads. Both the theme of this video—Chipotle’s message that it represents a superior alternative to conventional factory farming—and the lack of television advertising are designed to position the chain as a highbrow and upscale alternative to other quick service restaurants

Maybe you remember the Chipotle ad from last year featuring Willie Nelson singing Coldplay’s “The Scientist.” If not, here it is:

Now I’m far from the demographic Chipotle is aiming for, but this works on me as well.

Here’s my one problem: I never know what to order at Chipotle. I’d love to patronize them, but I don’t know what to eat there. (Remember, I can’t eat flour tortillas.) Anybody want to help a girl out? And what do you think of the ad campaign?

The ad is far too long. It is interesting, it is cute, but too long. The message is Chipotle offers fresh & natural food, not factory food. They can get that message across in much less time. Now if they are aiming at kids from 8 down, they might be on to something because they will watch it like it is a very short TV show.